Ed: WUL is still on vacation, so we’re using some of our older-but-still-great content to keep you satisfied. This originally ran on Nov. 30, 2012. and will be particularly interesting to you if you work at the intersection of health care and social media.

Your child has come down with a rasping cough. You put on your Dr. Mom hat, jump online and feverishly Google their symptoms, you check social media to see if any of your friend’s children are sick. Overwhelmed by the multitude of potential diagnoses, you decide to wait and see if the cough subsides before scheduling an appointment.

But what if you could connect with your doctor using social media; asking for advice via a quick Twitter or Facebook message? Your doctor responds within 24 hours, offering some quick tips and pointing you in the direction of some credible online resources. As a parent you feel relieved, empowered and thankful to have a doctor that is open to communicating with her patients online, instead of feeling left to blindly search on WebMD.com.

Your child has come down with a rasping cough. You put on your Dr. Mom hat, jump online and feverishly Google their symptoms, you check social media to see if any of your friend’s children are sick. Overwhelmed by the multitude of potential diagnoses, you decide to wait and see if the cough subsides before scheduling an appointment.

But what if you could connect with your doctor using social media; asking for advice via a quick Twitter or Facebook message? Your doctor responds within 24 hours, offering some quick tips and pointing you in the direction of some credible online resources. As a parent you feel relieved, empowered and thankful to have a doctor that is open to communicating with her patients online, instead of feeling left to blindly search on WebMD.com.

If social media and blogs in the U.S reach nearly 80% of active U.S. Internet users and represent the majority of Americans’ time online (MediaPost) then why aren’t physicians taking advantage of the opportunity to reach their patients where they already are?

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Training Programs

Strategic Social PR from A to Z ❯

Today, good public relations entails much more than blindly blanketing the media (and bloggers) with information that’s of dubious value to begin with. And more often than not, it entails a strong element of building and managing online community. In this workshop, you will:

Learn the three key elements of an effective 21st century “social PR” strategy, and how it differs from “old” PR

Know which time-tested research and analytical methods you should still use in the 21st century

Understand why talking at people isn’t effective, and how to effectively use today’s popular social media platforms to talk with them

Experience real-time social engagement through workshop exercises and hands-on participation

Understand how to effectively incorporate measurement, so that it validates and improves your programs and, therefore, your business

Smart PR Measurement for the Digital Age ❯

We have more measurement tools than ever before; so many, that we don't know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this workshop, you will:

Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement

Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from

Social Media for the C-Suite ❯

Gone are the days when “social media” was the domain of your twenty-something employees. Today, social platforms are where your customers and constituents of all ages and stages literally live online. If you’re a business leader, you should take this workshop to:

Learn the three core principles of effective social media engagement

Examine key social media platforms, and understand how they work on both personal and professional levels

Review how businesses of all sizes have effectively used social media to support and reach business goals

Experience the benefits of real-time social engagement through workshop exercises and hands-on participation

Understand the kinds of metrics your social media team should and shouldn’t use when reporting back to you

What They Say

"Shonali knows her stuff. A dynamic speaker, she makes measurement – a subject that makes some of the best PR pros dizzy - easy to understand and implement."

Laura ParsonsIdaho Association of REALTORS ®

"With her diverse knowledge, experience, timely content, and pleasant professional style, I highly recommend Shonali to any group looking to deepen its understanding of social media and digital strategy."

"Shonali is one of my favorite 'library cards.' All I have to do is visit her blog or Twitter stream, and the floodgates of knowledge open up."

Robin LaneGXS

"Shonali has both the charisma and poise that inspire others within her profession. She builds solid programs, achieves measurable results and is a delight to work with."

KD PainePaine Publishing

"There’s a reason I call Shonali a ‘measurement maven’; she understands metrics, measures results and uses the data to make better business decisions."

Maggie GoldbergChristopher & Dana Reeve Foundation

"Shonali literally launched our multicultural outreach program, putting us on the map. Dynamism, creativity and accountability are the hallmarks of Shonali’s work, serving her clients well."

Kathy Barbour, APRBaptist Health South FL, Chair-Elect PRSA

"In a field that's crowded with speakers & trainers, Shonali's no-nonsense, hands-on approach stands out as much for its refreshing clarity as for her humorous & engaging presentation style. Hire her today!"

Gary KlasenVice President External Communications, Eaton

"With energy, passion and a whole lot of common sense, Shonali focuses on successful social media strategies that accomplish targeted business outcomes."

Lauren MelingUSA for UNHCR

"Working with Shonali gave us an opportunity to engage with a community of supporters who taught me more than I ever expected. I'd jump at the chance to do it again."

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